EExam 1 Rvw - 2. Marketing mix: definition and four Ps 3....

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MKT 3013.001 Principles of Marketing Fall, 2010 Review Sheet for Exam 1 on Sep. 13, 10 (Chaps. 1, 2, 3) Chapter 1: An Overview of Marketing 1. Marketing management philosophies: production orientation vs. sales orientation vs. market orientation vs. societal marketing orientation: e.g., you should at least recognize whether a company has a market orientation or not when you read a description of the company’s practice. 2. What is customer value? 3. The definition of marketing 4. What is exchange? 5. Conditions of exchange (e.g., you will read a short scenario and be asked to find which condition is missing) 6. The marketing concept 7. Customer satisfaction/building relationships: what is empowerment? Chapter 2: Strategic Planning for Competitive Advantage 1. Ansoff’s Strategic opportunity matrix: what are the strategic alternatives? Market penetration, market development, product development and diversification (you should know what each strategic alternative means)
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Unformatted text preview: 2. Marketing mix: definition and four Ps 3. What is strategic planning? 4. Elements of the marketing plan: (business) mission statement, situational analysis, marketing objective, and so on 5. Situational analysis: S.W.O.T 6. Environmental scanning 7. defining the business mission: marketing myopia 8. Setting marketing plan objectives: what is a rule for it? S.M.A.R. T (Specific, measurable, attainable (achievable), realistic, time-specific) 9. Competitive advantages: cost, product/service differentiation, niche 10. BCG Portfolio Matrix classification and the relevant strategies 11. Marketing audit Chapter 3: Ethics, Social Responsibility 1. What is ethics? Morals? 2. The advantages of creating ethics guidelines (p.33) 3. The pyramid (four components) of corporate social responsibility: What is the foundation for the other three? 4. What does corporate social responsibility mean? 5. Sustainability 6. What is green marketing?...
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EExam 1 Rvw - 2. Marketing mix: definition and four Ps 3....

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